Website Journey Analysis
Alan Millington
16 May, 2022
Summary of Website Journeys
Below is a summary of what we found when checking the rsid report suite looking at data from start_date to end_date
Note: The raw data for everything that follows is available in [this Google Sheet].
This is an R Markdown document. Markdown is a simple formatting syntax for authoring HTML, PDF, and MS Word documents. For more details on using R Markdown see http://rmarkdown.rstudio.com.
Results
All Journeys
All major journeys across the National Trust website areas.
Landing Pages
First pages of a user journey.
Device
Journeys from specfic devices or operating systems.
Commercial
Any journey that contains a commercial journey.
Top Level
Journeys from the home page onward to other significant areas of the website.
Property Pages
Journeys to a NT property page.
Discovery
Journeys categorised as a research or discovery journey.
Journeys in Detail
| Higher | Lower |
|---|---|
| 31 | 12 |
| 31 | 12 |
Heatmaps
Insights:
Anomaly Analysis By Journey
Below is the count of anomalies detected for each journey, this is sorted by the number detected in the post launch period. Journeys higher up this list will need more investigation than lower journeys.
Positive anomalies are where the visit data exceeded the upper boundary of the data window. Negative anomalies are where the visit data fell below the lower boundary of the data window. The Net value is an overall count of the anomalies: (Positive Anomalies - Negative Anomalies = Net).
Higher negative values for Net columns indicate the journey fell below the expected amounts for the journey. 1 Anomaly = 1 day where the data was above or below expectations.
| Journey Name | Positive | Negative | Net | Positive | Negative | Net |
|---|---|---|---|---|---|---|
| Home to Our Cause | 3 | 15 | -12 | 0 | 46 | -46 |
| Home to Holidays | 4 | 22 | -18 | 1 | 26 | -25 |
| Commercial: Holidays Checkout Steps 1-4 | 3 | 25 | -22 | 1 | 25 | -24 |
| Home to Support | 4 | 18 | -14 | 0 | 19 | -19 |
| Home to Art | 1 | 18 | -17 | 1 | 15 | -14 |
| Home to Days Out | 5 | 8 | -3 | 1 | 13 | -12 |
| Home to Donate Form | 3 | 15 | -12 | 1 | 13 | -12 |
| Home to Search Results | 7 | 10 | -3 | 0 | 12 | -12 |
| Home to Shop | 6 | 11 | -5 | 0 | 12 | -12 |
| Home to Join | 7 | 15 | -8 | 2 | 12 | -10 |
| Days Out Entry | 5 | 15 | -10 | 4 | 13 | -9 |
| Commercial: Membership Checkout Steps 1-4 | 4 | 15 | -11 | 4 | 11 | -7 |
| Days Out to Places Map | 5 | 12 | -7 | 4 | 10 | -6 |
| Days Out to Property Page | 6 | 15 | -9 | 2 | 8 | -6 |
| Holidays Entry | 6 | 11 | -5 | 1 | 7 | -6 |
| Homepage Entry | 9 | 5 | 4 | 1 | 7 | -6 |
| Shop Entry | 8 | 4 | 4 | 1 | 6 | -5 |
| Days Out to Places Search | 5 | 7 | -2 | 4 | 8 | -4 |
| ALL Mobile | 7 | 6 | 1 | 2 | 5 | -3 |
| Join Us Entry | 6 | 17 | -11 | 4 | 7 | -3 |
| ALL Main Site | 9 | 4 | 5 | 4 | 6 | -2 |
| ALL Android | 8 | 6 | 2 | 5 | 6 | -1 |
| ALL Apple iOS | 7 | 5 | 2 | 5 | 6 | -1 |
| Commercial: Donate Checkout Steps 1-2 | 3 | 10 | -7 | 3 | 4 | -1 |
| Property Page Seen | 8 | 5 | 3 | 6 | 7 | -1 |
| ALL Direct Traffic | 10 | 4 | 6 | 5 | 5 | 0 |
| ALL New Visitors | 6 | 7 | -1 | 5 | 5 | 0 |
| ALL PPC | 3 | 2 | 1 | 6 | 6 | 0 |
| ALL Repeat Visitors | 7 | 6 | 1 | 5 | 5 | 0 |
| ALL Visits | 7 | 7 | 0 | 5 | 5 | 0 |
| Commercial: Shop Checkout Steps 1-4 | 2 | 8 | -6 | 0 | 0 | 0 |
| ALL Natural Search | 5 | 6 | -1 | 5 | 4 | 1 |
| ALL SEO | 5 | 6 | -1 | 5 | 4 | 1 |
| ALL Tablet | 12 | 11 | 1 | 4 | 3 | 1 |
| ALL Desktop | 7 | 9 | -2 | 3 | 1 | 2 |
| ALL Paid Social | 6 | 2 | 4 | 4 | 2 | 2 |
| ALL Shop | 1 | 5 | -4 | 2 | 0 | 2 |
| Commercial: Renew Checkout Steps 1-3 | 7 | 7 | 0 | 7 | 5 | 2 |
| Members Area Entry | 13 | 2 | 11 | 4 | 1 | 3 |
| ALL Holidays | 4 | 1 | 3 | 9 | 3 | 6 |
| ALL Social | 9 | 4 | 5 | 7 | 1 | 6 |
| ALL Affiliates | 2 | 4 | -2 | 10 | 3 | 7 |
| ALL Email | 11 | 3 | 8 | 13 | 0 | 13 |
Baseline Summary
Below is a summary of the website journeys looking at data from 2021-11-17 to 2022-05-05. This table is sorted by the difference between the baseline and the new site baseline difference percentage. Poor performing new journeys should come to the top.
| Journey Name | Baseline Visits | New Site Visits Avg. | % Visits Diff. |
|---|---|---|---|
| Shop Entry | 5249 | 1575 | -70.0 |
| Commercial: Shop Checkout Steps 1-4 | 585 | 200 | -65.8 |
| Commercial: Donate Checkout Steps 1-2 | 436 | 175 | -59.9 |
| ALL Shop | 7665 | 3360 | -56.2 |
| Home to Shop | 1696 | 896 | -47.2 |
| ALL Email | 8481 | 4911 | -42.1 |
| Commercial: Holidays Checkout Steps 1-4 | 284 | 194 | -31.7 |
| Holidays Entry | 2979 | 2268 | -23.9 |
| ALL Paid Social | 2488 | 1899 | -23.7 |
| Members Area Entry | 1227 | 1082 | -11.8 |
Anomaly Plots By Journey
Baseline Dates: 2021-11-17 to 2022-02-14. Launch Dated (Red Line): 2022-02-15 to 2022-05-15.
Commercial Analysis
Membership
Insights:
Summary
Funnels
Journeys
Metrics
mpg_list <- split(mtcars$mpg, mtcars$cyl)
disp_list <- split(mtcars$disp, mtcars$cyl)
inline_plot <- data.frame(cyl = c(4, 6, 8), mpg_box = "", mpg_hist = "",
mpg_line1 = "", mpg_line2 = "",
mpg_points1 = "", mpg_points2 = "", mpg_poly = "")
inline_plot %>%
kbl(booktabs = TRUE) %>%
kable_paper(full_width = FALSE) %>%
column_spec(2, image = spec_boxplot(mpg_list)) %>%
column_spec(3, image = spec_hist(mpg_list)) %>%
column_spec(4, image = spec_plot(mpg_list, same_lim = TRUE)) %>%
column_spec(5, image = spec_plot(mpg_list, same_lim = FALSE)) %>%
column_spec(6, image = spec_plot(mpg_list, type = "p")) %>%
column_spec(7, image = spec_plot(mpg_list, disp_list, type = "p")) %>%
column_spec(8, image = spec_plot(mpg_list, polymin = 5))| cyl | mpg_box | mpg_hist | mpg_line1 | mpg_line2 | mpg_points1 | mpg_points2 | mpg_poly |
|---|---|---|---|---|---|---|---|
| 4 | |||||||
| 6 | |||||||
| 8 |
# https://cranky-chandrasekhar-cfefcd.netlify.app/
# https://haozhu233.github.io/kableExtra/awesome_table_in_html.html#Row_specFlows
Membership conversions by Channel. Start: 2022-05-08 to 2022-05-15.
Forecast
Renewals
Insights:
Summary
Funnels
Journeys
Metrics
Flows
Renewals conversions by Channel. Start: 2022-05-08 to 2022-05-15.
Forecast
Holidays
Insights:
Summary
Funnels
Journeys
Metrics
Flows
Forecast
Shop
Insights:
[Min] The lowest amount of Shop - Order Step 4 - Order Confirmation (Serialized) (ev182) was 15, which occurred on Feb. 3rd and was 84% less than the average of 92.
Summary
head(mtcars)## mpg cyl disp hp drat wt qsec vs am gear carb
## Mazda RX4 21.0 6 160 110 3.90 2.620 16.46 0 1 4 4
## Mazda RX4 Wag 21.0 6 160 110 3.90 2.875 17.02 0 1 4 4
## Datsun 710 22.8 4 108 93 3.85 2.320 18.61 1 1 4 1
## Hornet 4 Drive 21.4 6 258 110 3.08 3.215 19.44 1 0 3 1
## Hornet Sportabout 18.7 8 360 175 3.15 3.440 17.02 0 0 3 2
## Valiant 18.1 6 225 105 2.76 3.460 20.22 1 0 3 1Funnels
We show the data in this tab.
Start: 2022-05-01 to 2022-05-07.
Last 7 days funnel performance Hover over for fallout details at each stage.
Start: 2022-05-08 to 2022-05-14.
Sales & Revenue
Here is the individual trends for each metric in the shop funnel.
Revenue:
Shop Orders:
Shop - Order Step 4 - Order Confirmation (Serialized) (ev182)
Metrics
Here is the individual trends for shop sales. Add Revenue events too.
| Date Range | Journey Name | Step 1 | Step 2 | Step 3 | Step 4 - Confirmation |
|---|---|---|---|---|---|
| 2022-05-01 to 2022-05-07 | Commercial: Shop Checkout Steps 1-4 | 449 | 342 | 342 | 316 |
Flows
Shop conversions by Channel. Start: 2022-05-08 to 2022-05-15.
Forecast
Donate
Insights:
Summary
Funnels
Journeys
Metrics
Flows
Donate conversions by Channel. Start: 2022-05-08 to 2022-05-15.